'Mommy juice' easing stress of motherhood - at a cost

Every mom needs a break, so advertisers and social media sites have coined terms like "mommy juice" or "mommy's little helper," women escaping the challenges of motherhood with a glass of wine — or two.

But women are drinking more than ever - and the effects are damaging.

Alcohol death rates among middle-aged women have doubled in the last 20 years. Experts say the way television and advertisements portray alcohol could be leading to these startling statistics.

"We see that women are using more, using more than their mothers or their grandmothers," said Heather Burton with the Hazelden Betty Ford Foundation in Naples.

Social media and TV ads are not helping but in part, glamorizing alcohol.

"I don't know about a marketing tool, but I think it's funny as far as social media goes," said Brittany Akers.

Alcohol is being sold through the tired mom trying to cope with everyday headaches.

"It's stressful, very stressful."

Celebrities are sometimes used as a relatable face.

"I think it's funny, absolutely. Every mom needs a time to get away when dad comes home," said Ashley Welling.